Teens are always searching for cool experiences. Experiences they collect, experiences they are proud of. But with 5 major festivals happening in Romania in the summer of 2017, most teens won’t afford to attend them all. And going to a festival is the hottest thing to do!

To reconnect with the teen audience, Coca-Cola wanted to become the ticket to great experiences and reinforce its role as a moment enhancer.

We launched a product innovation, transforming millions Coca-Cola labels into festival wristbands that can offer access to the hottest summer events.

The Coca-Cola Festival Bottle: a product innovation that transformed the labels of millions of bottles into access wristbands to the coolest festivals and experiences.

How does it work?

1. Detach the wristband from the label

2. Scan the code with the special app and see if you won

3. Put the wristband on and use it to enter the festival

Teens are always searching for cool experiences. Experiences they collect, experiences they are proud of. But with 5 major festivals happening in Romania in the summer of 2017, most teens won’t afford to attend them all. And going to a festival is the hottest thing to do!

To reconnect with the teen audience, Coca-Cola wanted to become the ticket to great experiences and reinforce its role as a moment enhancer.

We launched a product innovation, transforming millions Coca-Cola labels into festival wristbands that can offer access to the hottest summer events.

After only one month, Coca-Cola Festival Bottle campaign became the most successful promo campaign in Romania, run exclusively on small formats, with no promo-price used, leading to increased sales with +11% vs LY on 500ml bottles.

It broke fast the record for valid registrations – 281,637 entries, meaning 72% more unique participants than the previous most successful promo activity.

Coke Scan’s app became 1st app in AppStore & Playstore entertainment category, being rated as 4 out of 5 points.

In one month, the campaign reached 85% of Romanian teens, gathering 34,256,000 media impressions on all media channels